Table of Contents
Executive Summary
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- Top takeaways
- Market overview
- Impact of COVID-19 on household surface cleaners
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on household surface cleaners, October 2020
- Opportunities and Challenges
- Use the momentum to move cleaners from functional to facilitating lifestyles
- A new class emerges
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- Figure 2: Impact of COVID-19 on cleaning routine, July 2020
- Natural with proven efficacy will be viable long term
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- Figure 3: TURF Analysis – Household surface cleaner purchase influencers, July 2020
- A focus on value amid recession
- Appetite to purchase online will have some longevity
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- Figure 4: Changes in shopping behavior, by age, July 2020
The Market – Key Takeaways
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- Unprecedented popularity gives category strong lift
- A focus on clean and extended time at home boost all segments
- Shifts in cleaning could be permanent; this recession is not like the others
- A new class of products emerge; technology will provide peace of mind
- Make education entertaining and engaging to build loyalty
Market Size and Forecast
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- COVID-19 gives household surface cleaner sales a temporary lift
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- Figure 5: Total US sales and fan chart forecast of household surface cleaners, at current prices, 2015-25
- Figure 6: Total US retail sales and forecast of household surface cleaners, at current prices, 2015-25
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- Figure 7: Key drivers affecting Mintel’s market forecast, 2019-25 (prepared on September 30, 2020)
- Impact of COVID-19 on household surface cleaners
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- Figure 8: Short-, medium- and long-term impact of COVID-19 on household surface cleaners, July 2020
- Lockdown
- Reemergence
- Recovery
- COVID-19: US context
Segment Performance
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- Focus on home and hygiene benefits all segments
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- Figure 9: Total US retail sales of household surface cleaners, by segment, at current prices, 2018 and 2020
- Panic buying benefits all retailers
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- Figure 10: Total US retail sales of household surface cleaners, by channel, at current prices, 2015-20
Market Factors
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- Pre-pandemic cleaning routines may be a thing of the past
- Panic buying, economic impact of pandemic drive brand switching
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- Figure 11: Changes in cleaning and shopping routine due to COVID-19, July 2020
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- Figure 12: Select changes in shopping routine due to COVID-19, by age, July 2020
- Saving lives over saving money (for now)
- Shifts in households will impact product preferences, usage
Market Opportunities
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- Evolve disinfecting claims
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- Figure 13: Lysol MaXcover Disinfectant Mist
- Eco-responsibility remains in peripherals
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- Figure 14: Seventh Generation Zero Plastic, September 2020
- Technology as a means of chemical-free disinfection
- Maintain momentum by reinventing household care: educate and empower
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- Figure 15: Clorox instagram
Companies and Brands – Key Takeaways
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- Reckitt closes in on Clorox; private label continues growth trajectory
- New shopping behaviors fuel ecommerce, DTC
- Green is no longer niche; long-lasting will be a key claim
Market Share
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- The strong get stronger: Clorox and Reckitt gain on top products
- Private label maintains momentum
- Sales of household surface cleaners by company
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- Figure 16: US multi-outlet sales of household surface cleaners, by leading companies, rolling 52 weeks 2019 and 2020
Competitive Strategies
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- Household ecommerce untapped potential for growth
- DTC challenger brands set example for leading brands
- Green niche is mainstreaming
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- Figure 17: US MULO sales of select Method and Mrs. Meyers, rolling 52 weeks 2019 and 2020
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- Figure 18: Mainstream leaders launch natural lines
- Long-lasting claims satisfy both short- and long-term needs
The Consumer – What You Need to Know
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- Health fears, convenience fuel product usage, frequency
- Germ mitigation trails cleaning power by small margin
- Consumers are habitual shoppers
- Educating key targets can help build loyalty
- COVID-19 will reshape long-term cleaning, shopping behaviors
Household Surface Cleaner Usage and Frequency
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- Focus on home hygiene drives disinfectant usage
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- Figure 19: Repertoire analysis – repertoire of product usage, July 2020
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- Figure 20: Household surface cleaner usage, July 2020
- Help younger adults build out inventory and routine
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- Figure 21: Repertoire of product usage, by age, and parental status, July 2020
- Usage frequency supports need for ad hoc formats
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- Figure 22: Household surface cleaner usage frequency, by sub-category, July 2020
Household Surface Cleaner Purchase Influencers
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- Focus on home hygiene and safety elevates importance of disinfection
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- Figure 23: Purchase influencers, July 2020
- Versatility, natural disinfection extend appeal to wide audience
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- Figure 24: Clorox Clean-Up Original Cleaner + Bleach, Seventh Generation Disinfecting Wipes
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- Figure 25: TURF Analysis – purchase influencers, July 2020
- Safety remains a key attribute for younger adults
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- Figure 26: Select purchase influencers, by age, July 2020
Household Surface Cleaner Purchase Behaviors and Attitudes
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- Habits die hard, especially for household surface cleaners
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- Figure 27: Household surface cleaner purchase attitudes and behaviors, July 2020
- Younger adults show interest in eco-ethical options
- Older adults’ habitual shopping could make them a target for refill
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- Figure 28: Select household surface cleaner purchase attitudes and behaviors, by age, July 2020
Attitudes toward Household Surface Cleaners
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- Mind the knowledge gap: build loyalty through education
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- Figure 29: Attitudes toward household surface cleaners, July 2020
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- Figure 30: Disinfectant attitudes and behaviors, by age, July 2020
- Natural growth will be fueled by younger adults
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- Figure 31: Attitudes toward natural disinfectants, by age, parental status, race and Hispanic origin, July 2020
Changes in Cleaning and Shopping Behavior
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- Pandemic will reshape long-term cleaning and shopping behaviors
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- Figure 32: Changes in cleaning and shopping behavior due to COVID-19, July 2020
- Shift to online, brand switching heavier among younger adults
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- Figure 33: Select shopping behaviors due to COVID-19, by age, July 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- TURF Methodology
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 34: Total US sales and forecast of household surface cleaners, at inflation-adjusted prices, 2015-25
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Appendix – Key Players
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- Figure 35: US multi-outlet sales of toilet, tub & tile cleaners, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 36: US multi-outlet sales of all-purpose cleaners, by leading companies and brands, rolling 52 weeks 2019 and 2020
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- Figure 37: US multi-outlet sales of specialized cleaners, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 38: US multi-outlet sales of cleaning cloths/wipes, by leading companies and brands, rolling 52 weeks 2019 and 2020
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- Figure 39: US multi-outlet sales of floor cleaners/wax removers, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 40: US multi-outlet sales of furniture polish, by leading companies and brands, rolling 52 weeks 2019 and 2020
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